Manufacturing of stone stairs
Service: production and installation of stone stairs
Tools: contextual advertising + web analytics
Point A - Initial situation
The client contacted us with a need to consistently receive orders in the premium construction services niche. Key challenges before starting work:
- high cost per lead due to a narrow and expensive audience;
- low efficiency of advertising campaigns - there were clicks, but they did not convert into requests;
- lack of analytics: it was difficult to assess the actual performance of channels;
- part of the budget was «eaten up» by irrelevant requests (non-stone stairs, repairs, railings, etc.).
Point B - What we did
We've developed a strategy to attract applications for a narrow niche:
- We completely rebuilt the Google Ads structure for specific types of stairs and materials;
- We cleaned up the semantics, disabled irrelevant queries, and added a large number of negative keywords;
- implemented web analytics, connected call and application tracking;
- optimized bids based on efficiency and user behavior on the site;
- We tested creatives, clarifications, and extensions to improve ad relevance;
- We implemented a strategy for maintaining contextual search results with minimal costs.
Working period
3 years
Advertising budget
- Total budget: 2 000 $
- Actual expenses in the office: 1.98 thousand $
- Average monthly budget: total ≈ 55 $/month
(This is one of the most cost-effective projects in the portfolio with an excellent CPL.)
Results
- Cost per lead: 2,5 $
- Clicks: 4.08 thousand.
- Views: 30.1 thousand.
- Average cost per click: 0,48 $
With a CPL of 2.5 $ the client received approximately 800+ targeted applications for the period - with a minimum advertising budget.
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Kelyan Media – a team of professionals who have been creating and developing custom websites for over 5 years. We believe that a website is a key tool for any business, so our goal is to help our clients achieve a high-quality and effective turnkey website.
Kelyan Media – a team of professionals who have been creating and developing custom websites for over 5 years. We believe that a website is a key tool for any business, so our goal is to help our clients achieve a high-quality and effective turnkey website.
